Transform agency from offline to online?

[Mike Wazowski]

How to transform an agency from offline to online ?
We are dealing with small advertising campaigns: radio, local tv, local newspapers and so on.
We would like to move the business online at 100% as there is more potential and a way bigger market.
The offline business is to complicated - a lot of issues dealing with clients in person, providers and so on. More then that people are always asking for the "online" part.

So the bottom line is How can we transform the agency from an offline business to an online one ?
A step by step suggestion will be more then appreciated.

Many thanks in advance.

[Ken K]

I don't think there is a silver bullet or quick fix. The online world is much different from traditional print media or offline marketing. I'd suggest that the first step to transform agency would be to hire qualified talent. I would start with someone expert in Search Engine Marketing, and then pay-per-click marketing and Social Media. There's no way around the fact that there will be a steep learning curve. You should keep your existing online agency and add personnel,to gradually transform agency over the course of a year or more.

There are many good online publications where you can learn about Web marketing. Some good resources are Web Marketing Today, Marketing Sherpa, Internet Retailer. There is also Web Marketing For Dummies available, which might be a good place to start. To summarize: think long term, not quick fix. You'll need time to grow into this: there's much to know and learn over time.

[Michael]

I would go the outsource route to begin to gradually transform your agency. This way, no need to commit to additional employees on your payroll if it doesn't work out. Many companies in your position have started out this way, to test the waters. There are many talented Web designers and IT people available worldwide for per-hour or per-project assignments. Three well known websites that provide offshore service providers to agencies like your are Elance, Odesk, and Freelancer.com.

These offshore providers can "white label" their services so that your clients believe they are still dealing directly with your agency. (I assume from your English ability that you are a native speaker.) So, in my opinion, the best way to get your "sea legs" in this agency transformation is to rely on offshore talent to begin with, which will require a minimum up-front investment. The offshore providers can also help you bid projects, in case there is Web programming required and you are not sure what to charge. Good luck!